Employer Branding; influencing student perception by campus management activities

Thesis title: Employer Branding; influencing student perception by campus management activities
Author: Strnad, Martin
Thesis type: Diploma thesis
Supervisor: Pauknerová, Daniela
Opponents: Budišová, Martina
Thesis language: English
Abstract:
The target of this thesis was to define the concept of employer branding and its relation to campus management, the activities companies do in order to attract students and promote themselves as quality employers. The theoretical research captures the marketing essence of branding and further develops it into the employer branding framework. Further research focussed on possible campus management activities. In the practical part the popularity and effectiveness of the activities were tested through several student surveys, expert interviews and own experience of the author. The result forms a basis for a recommendation of campus management strategy adjustment.
Keywords: Campus management; Recruitment; Internship; Employer branding; Human resources
Thesis title: Employer Branding; influencing student perception by campus management activities
Author: Strnad, Martin
Thesis type: Diplomová práce
Supervisor: Pauknerová, Daniela
Opponents: Budišová, Martina
Thesis language: English
Abstract:
Cílem této diplomové práce je definovat employer branding koncept a jeho vztah ke campus managmentu,tedy aktivitám, které společnosti podnikají za účelem prezentování se studentům. Teoretický výzkum zachycuje marketingovou esenci brandingu a dále jí rozvýjí do rámce employer brandingu. Další výzkum se zaměřil na možné campus management aktivity. V praktické části je zkoumána popularita a efektivita těchto aktivit. K tomuto účelu sloužilo několik studentských průzkumů, rozhovory s odborníky z praxe a vlastní zkušenost autora. Výsledek slouží jako základ pro doporučení úpravy campus management strategie firmy.
Keywords: Employer branding; Recruitment; Lidské zdroje; Campus management; Stáže

Information about study

Study programme: Ekonomika a management/International Management
Type of study programme: Magisterský studijní program
Assigned degree: Ing.
Institutions assigning academic degree: Vysoká škola ekonomická v Praze
Faculty: Faculty of Business Administration
Department: Department of Managerial Psychology and Sociology

Information on submission and defense

Date of assignment: 20. 3. 2012
Date of submission: 17. 12. 2012
Date of defense: 23. 1. 2013
Identifier in the InSIS system: https://insis.vse.cz/zp/37023/podrobnosti

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